This webinar will explore display ad effectiveness and provide conclusive research into the value of more engaging rich media advertising. New research from PointRoll and Compete confirms that consumers exposed to expandable rich media ads are significantly more likely to take action across the entire purchase funnel. Together we'll look at the findings from this exclusive study and how to put this research to work for your digital strategies.
During this session, participants will:
Review display advertising – standard ads, flash ads and expandable rich media including cutting edge creative
Explore the results of a comprehensive study on ad effectiveness
Learn how expandable ads drive interest, consideration and conversion
Understand how to leverage expandable ads in every campaign to push consumers down the purchase funnel
Join Holly Mason, Senior Associate Online Media and Search at Compete, and Max Mead, PointRoll VP of Business Development and Analytics, or this deep dive into the business of rich media.
For more information, contact your sales representative or info@pointroll.com.
10. Digital display drove 9% increase in dollar sales to the advertiser, leading to an incremental $11 million in sales; a 10x return on a media investment of $1.1 million.PURCHASE Source: 2009 and 2010 PointRoll data (Site Events), and Third Party Dynamic Logic, Compete and Nielsen research study data based on PointRoll campaigns.
11. Click on image in slide show mode to view demo What is Rich Media Display Advertising?
16. Study Overview All analyses performed by Compete based on its panel and established methodologies; notably , the Compete panel is click-stream vs. cookie based, enabling broad measurement of activities across much longer time spans Three campaigns selected, one each from Automotive, CPG, and Financial Services verticals spanning 2009-2010 Selections were based on campaign size and representation of expandables vs. non-expandables Time Span Measured- campaign period plus one week
17. Definitions Individuals’ Behavior on the Following Activities: View Through - Visit to the marketer's site during the time frame measured Third Party Research Site Visitation - In-market, research sites or social sites Competitor Site Visitation – Visits to primary competitors’ websites Key Performance Indicator (“KPI”) - Visit to area(s) of the marketer's site considered lower funnel Brand Search - Searches containing brand name Category Search - Searches for general terms associated with the category or service
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19. Driving key purchase indicators (KPIs): Expandables outperformed non-expandable by an average 43% and by as much as 115%.
20. Driving brand search: Expandables outperformed non-expandables by an average of 39% and by as much as 155%.
30. Included all campaigns containing Site Event tracking from January 2008- July 2010 across 1,029 campaigns
31. Included 86.2B impressions (57.8B Rich Media and 28.4B Non-Rich Media)Findings: View Through Lift: 103% Click Through Lift: 193% Event Through Lift: 149% Select Vertical Event Through Results:
34. You Are Missing Out. Big. Use integrated messaging and creative across campaigns Align display with search Creative matters Expandable ads perform across the purchase funnel Rich media increases ROI Measure your campaigns’ performance holistically Take advantage of measurement tools
With the flexibility of rich creative- advertisers can create compelling campaigns that make an impression on users.
We have always been able to track what happens in your ad. PointRoll can track over 150 different metrics for rich campaigns that we serve. We teamed up with compete (and other research partners?) to see what is happening at all points in the purchase funnel– how is consumers behavior changing as a result of seeing an ad.
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That’s a heck of a lot of data – so what does it all mean?
Conversation between Max and Holly – What do you think from your experience? What do YOU think from YOUR experience?Add best practice/ conceptsAll of the different ways an ad campaign influences user behav across the web– needs consistency Power of display ads in general. Use third party tools to be informed– more informed than brand studies.